The difference between a need and want is that, when someone wants something, it takes the form of a desire or wish and fills some sort of deficiency.

What problem or problems does your product or service solve? No problem = no desire = no engagement = no sale. They literally will have no motivation to solve the problem if their not clear that they have a problem. (i.e., the problem you want to solve. )

Our job in the marketing and sales process is to help them to uncover and become aware of the deficiency (how your product or service fills & resolves that deficiency). This is not about telling, or selling, it is about the customer participating in an open conversation and they arrive at the conclusions themselves and you will know you are making progress when they make statements that affirm in their own words how your service meets/resolves their issues (wants).

When this happens it is easy for them to buy or make a big decision.

It’s important not to skip this step, continue being curious, asking questions and probing until you and uncover a specific problem that your customer is aware of, feels deeply and your product/service actually resolves.

Tip: Keep asking open-ended questions or clarity questions to ensure the customer voices their core desire and their opinion about how your service or product fulfills their needs.

Remember, at the core of any major purchase is emotion that is justified with logic. At this point we are trying to uncover what the prospect WANTS in your product or service. It will be some sort of desire, wish or deficiency.

Remember when a customer WANTS a product or service, they are naturally curious and seek more information.

By asking these questions, we have an opportunity to align with their natural curiosity and as a result the customers will explain to you what they need to know (information) they will need if they were going to buy your service or product.

• Where do you feel is the greatest problem/opportunity is for a business like mine to really serve you well?

• What do you use/buy now? How does that solve your problem?

  • What is great about that?

  • What could be improved?

Important: Any major purchase is an emotional decision that we justify with logic. Emotion and motivation are very closely linked. You can have a buyer that knows he/she wants your product or service and if they are not motivated to solve the problem, they cannot and will not buy. The goal of these questions are to identify and setup the next step in this process, to understand the role of emotions in the purchasing process.

Follow up with an open ended question to clarify anything you don’t understand using the command question “Can you expand on that for me?” or “Can you tell me more about that?”

TIP: Review the following questions before moving ahead.

Have I uncovered a specific, legitimate problem that our product/service can solve?

Do I understand what the prospect wants? What he/she desires?

Is there a deficiency that our products/services/myself can help the prospect overcome?

Have I uncovered something specific that the prospect is dissatisfied with the current supplier/situation/solution?